Build-a-Bear's one day sale was so successful it was shut down — in some places, just hours after it began.

"We have closed lines in our U.S. and Canada stores."

The message went out about 11:30 a.m. EDT.

Before the stores opened in the U.S., the long lines caused the company to publish a notice on social media that it would limit the number of people who could take advantage of the deal due to safety concerns.

When the deal was announced Monday, parents were overjoyed at the opportunity to walk in and pick out a plush toy for the cost of their child's age. (A typical bear costs between $10-$25 plus the cost of accessories.)

That excitement turned to disappointment Thursday as eager children were turned away.

Livid parents took to social media in the U.S. and the U.K. to rage.

'Overwhelming and unprecendented'

Lines stretched outside Build-a-Bear stores with parents reporting waiting up to six hours to buy a plush toy, according to some social media reports.

Build-a-Bear representatives told All the Moms that the response to the promotion was "overwhelming and unprecedented."

"The response to our Pay Your Age Day event has been overwhelming and unprecedented in our 21-year history, and the safety of our Guests and associates is our top priority."

The company said it is "working to address the situation" and "will reach out directly to our valued guests as soon as possible."

To earn the Pay Your Age promotion, adults had to enroll in the free Build-a-Bear Bonus Club rewards program and provide an email address.

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